本研究在了解年輕族群對後背包的購買動機,消費行為及考慮因素與重視度,以進口品牌EASTPAK為例。本研究目的主要有以下幾點:1.年輕族群於實體店面與網路平台之消費偏好之分析、2.對後背包的購買動機,消費行為及考慮因素與重視度、3.EASTPAK品牌於實體店面或網路平台經營策略、4.探討EASTPAK品牌與競爭對手之比較分析。本研究結論發現,絕大部分的消費者仍然是在實體商店消費,且以「第一次購買」的比例較高,而選擇到實體店面購買的消費者,以品牌喜好居多。EASTPAK未來發展以電子商務為主,實體商店為輔,並以虛實整合的行銷方式,依不同季節、節日推出優惠方案,以吸引更多年輕族群的消費者。最後提出4點建議:1.線上帶新客,實體創商機;2.三創齊心,齊力斷金;3.抓住利基,隨時應變;4.同中求異,服務再升級。
This study is to understand the purchasing motives, consumption behaviors, considerations and importance of young people in backpacks, taking the imported brand EASTPAK as an example. The main purposes of this study are as follows: 1. Analysis of consumer preferences of young people in physical storefronts and online platforms, 2. Buying motives for backpacks, consumer behaviors and considerations and importance, 3. EASTPAK brand in entities Store or network platform business strategy, 4. Explore the comparative analysis of EASTPAK brand and competitors. The study concluded that the vast majority of consumers are still spending in physical stores, and the proportion of "first purchases" is higher, while consumers who choose to buy in physical stores are mostly like brand preferences. The future development of EASTPAK is mainly based on ecommerce, supplemented by physical stores, and offers discounted programs according to different seasons and festivals to attract more young consumers. Finally, four suggestions are put forward: 1. Online new customers, physical business opportunities; 2. Three creations, unity is power; 3. Seize the niche, adapt to the situation; 4. Find the difference and service upgrade.
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